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Anything that distinguishes a company's product from other, similar products. Examples of brands include logos, catchphrases, or symbols. Brands make a product more recognizable and therefore are likely to attract customers and customer loyalty. There is often a sense among consumers that brand products are somehow better than off-brand or generic products; as a result, brand products are usually more expensive.


a distinctive name, term, sign, symbol or design used to identify a firm's product and to distinguish it from similar products offered by competitors. A brand may be given legal protection through the use of TRADEMARKS and COPYRIGHT. See BRANDING.


the name, term or symbol given to a product by a supplier in order to distinguish his offering from that of similar products supplied by competitors. Brand names are used as a focal point of PRODUCT DIFFERENTIATION between suppliers.

In most countries, brand names and trade marks are required to be registered with a central authority so as to ensure that they are uniquely applied to a single, specific product. This makes it easier for consumers to identify the product when making a purchase and also protects suppliers against unscrupulous imitators. See INTELLECTUAL PROPERTY RIGHTS, BRAND TRANSFERENCE.

References in periodicals archive ?
In summer 2015, Crystal embarked on the most significant brand expansion in the history of luxury travel and hospitality, which will introduce three new classes of cruising -- Crystal Yacht Cruises (December 2015), Crystal River Cruises (July 2016), Crystal Exclusive Class Ocean Cruises (late 2018) -- and Crystal Luxury Air Cruises (2017).
Asia Pacific is central to Jumeirah's international growth strategy and the appointment of James demonstrates our commitment to further brand expansion in the region.
Brand expansion was led primarily by our continued investment in personnel and technology, nearly doubling our Business Development and Content aggregation staff,” said President and CEO Gary Rubens.
We are delighted that Martin will now focus his efforts on the next phase of brand expansion across our digital and broadcast spaces, enabling us to pioneer a new era of regionally relevant, on-demand content to rival the multiple platform approach of global news brands,' he remarked.
2013 will continue the brand expansion with the launch of two luxury brands in the UAE with Conrad Dubai and Waldorf Astoria Ras Al Khaimah as well as the introduction of the first Hilton Garden Inn into Qatar and a new market opening in the Dead Sea, Jordan for Hilton Hotels & Resorts.
8220;It's exciting to announce our brand expansion of AFFINITY and KCPI products beginning in the 3rd quarter as we build momentum towards the holiday season,” said KCPI's Chief Sales & Marketing Officer, M.
This property represents the success of our brand expansion in the UAE over the past fourteen years, which has been focused on operating stunning properties in key locations.
Best Western International vice president international operations, Asia & the Middle East, Glenn de Souza, said: "Iraq was chosen for Best Western's next step of brand expansion in the Middle East based on various positive aspects of the nation.
The Best Western International s vice president international operations Asia & the Middle East, Glenn de Souza said, Iraq was chosen for Best Western s next step of brand expansion in the Middle East based on various positive aspects of the nation.